Under Armour: #BreaktheGame

Campaign details

Summary

This is the story of how Under Armour cemented its connection to the best basketball player on the planet, one 3-pointer at a time.

Basketball, at its core, is about putting the ball in the basket.

And in March 2016, nobody on the planet was putting the ball in the basket quite like Golden State superstar Stephen Curry. He was well on his way to winning a second most valuable player award, and his unprecedented shooting had made him a mainstream icon and legitimate phenomenon.

He single-handedly helped Under Armour, his athletic endorser and the maker of his signature shoe, become a credible threat in the lucrative basketball category.

But the brand was struggling to fully keep up with Curry-mania. And With a shoe launch on the way, people weren't connecting Curry to the brand.

This is a story of how we helped change that.

By releasing a three second ad every time Curry hit a 3-pointer, we hijacked our audience's second-screen experience and created an indelible connection between Curry and the Under Armour brand every time his game reached unprecedented heights throughout his playoff run.